The #1 Mistake Brands Make With Content (And It's Costing You)

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I've analyzed hundreds of brands' strategies, and there's one mistake I see over and over again that's absolutely killing performance:

Too many brands are severely UNDER-INVESTING in content creation.

Here's what blows my mind.

We all know we live in a content-driven world.

Traditional media is no longer the attention powerhouse it once was. People aren't turning to TV for news, sports, or entertainment like they used to.

Where is the attention?

It's on social media.

Even when people watch Netflix shows, what do they do immediately after? They jump on social to see:

• Behind-the-scenes content

• Commentary about the show

• What other viewers think

The attention is there, yet brands are hesitant to fully invest in capturing it.

There are limits everywhere EXCEPT with content

Think about it:

• There's a limit to how many emails you can send before fatigue sets in

• There's a limit to how many text messages customers will tolerate

• There's a limit to how much mail you can send customers

But with content?

There's virtually NO LIMIT where there's "too much content."

More content means more surface area for opportunities - new customer cohorts, new audiences, and ultimately, more success.

Content isn't just ads

Remember that content extends far beyond the ad space:

• Influencer content

• Organic social

• Email newsletters

• Blog posts

• Podcasts

• Community engagement

The key comes down to consistently investing in getting more creative assets across ALL these channels.

The dangerous second-order effects

When brands don't invest enough in content, the negative effects cascade:

1. You can't scale your spend - without fresh content, ad fatigue kicks in faster

2. You lack content diversity - limiting your ability to speak to different audience segments

3. You miss new ways to communicate your product's value proposition

4. You can't properly run creative tests because you don't have enough variations

5. You sacrifice channel efficiencies - organic and influencer content feeds your paid channels

What's frustrating is seeing brands try to media buy their way out of these problems when the core issue is content investment.

Your P&L reveals your true priorities

Here's a hard truth: Your P&L should reflect what matters most to your business.

If you're spending more on software than on content creation, that's a serious problem.

Content should be a major line item on your P&L. You need to find efficiencies elsewhere so you can properly fund what actually drives customer acquisition and retention.

Success is a numbers game

Not every piece of content will work. That's the nature of the game. But if you have a consistent system of pushing out content week after week, you WILL find winning creative that drives performance.

The brands that win in 2025 will be the ones that understand this fundamental truth: content investment is the foundation of sustainable growth.

I hope this was helpful. Let me know if you want me to address anything in the future for you. Just reply and I can write about it.

Make sure to check out the podcast.

Until then, keep creating!

Matthew Gattozzi

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